Devising a communications planA Kellogg's case study

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Page 1: Introduction

Research shows that children benefit from eating a healthy breakfast prior to the start of the school day. However, too often children have no breakfast at all or eat chocolate or crisps and a fizzy drink on their way to school.

This case study examines how Kellogg’s devised a plan to communicate the importance of breakfast to selected target audiences through a multi-platform campaign. This was in support of its ‘Help give a child a breakfast’ campaign launched in October 2011.

Kellogg’s is the world’s leading producer of cereals. Its products are manufactured in 18 countries and sold in more than 180 countries. Kellogg’s produces some of the world’s most easily recognisable brands such as Kellogg’s Corn Flakes, Coco Pops and Rice Krispies. For more than 100 years, Kellogg’s has been a leader in health and nutrition through providing consumers with a wide variety of food products.

Breakfast clubs

Kellogg’s has been active in supporting breakfast clubs in schools for many years, working with the education charity ContinYou, the experts on breakfast clubs. Breakfast clubs provide a healthy meal at the start of the day in a safe and friendly environment. They also provide a great opportunity for kids to play, learn and socialise with classmates.

Since 1998, this partnership has set up 500 breakfast clubs in schools across the UK. Interested schools have been supported with training on how to start a club and have received a start-up grant from Kellogg’s.

According to research by Kellogg’s, many schools have run into trouble with the funding of their breakfast club due to recent budget cuts by the UK government. Kellogg’s responded by putting a team together to create a communications plan which highlighted the importance of breakfast clubs to parents, schools, the UK government and the public.